Success stories - Exporting for creative industries

Portraits of six people who are celebrating their success.

To increase awareness and understanding of all programs falling under the Canada's Creative Export Strategy, we'll be publishing stories highlighting how some of our beneficiaries leveraged their funding to gain momentum on the international scene.

NEW – Magazines Canada – Canadian Magazine publishing industry

The organization

Magazines Canada (MC) is a national association representing Canadian-owned, Canadian-content consumer, cultural, specialty, professional and business media magazines. French and English language member titles offer a wide range of topics including business, news, politics, sports, arts and culture, leisure, lifestyle, women and youth, made available on multiple platforms. The association focuses on government affairs, services to the advertising trade, circulation marketing, the development of career skills and the recognition of excellence among the people who work in Canada's magazine media.

Leveraged program

Canada Periodical Fund - Collective Initiatives

The objective

Help Canadian publishers develop markets, brand strategies and export readiness, and allow them to take advantage of London and the UK being major markets for English language magazine exports, and a gateway to European markets.

Implementation

A delegation of key publishers and association leaders from Canada's magazine publishing industry participated in the Fédération Internationale de la Presse Périodique (FIPP) World Congress, October 9th to 11th, 2017. The biennial World Congress is the premiere international magazine and media industry event, featuring digital innovators and experts on a wide variety of subjects. The 2017 FIPP, which took place in London, UK, attracted more than 700 magazine media professionals from over 50 countries who shared information and exchanged views on innovative best practices, trends, the future of the magazine publishing industry, and new digital techniques and technologies. The event also allowed for networking, promotion, partnerships and export opportunities.

Results

The project facilitated the attendance of a delegation of 13 Canadian publishers to the London 2017 FIPP conference in October. It included eight publisher delegates from Ontario publications, three from Quebec and two from Western Canada with magazine titles in both official languages, as well as an official language minority title, Indigenous title and a digital-only publication.

Second Story Press – publishing industry

The organization

Second Story Press is a small Canadian-owned publisher specializing in books for adults and young people that focus on human rights and social justice issues. Its titles, which have been sold in over forty markets worldwide, explore values education, women's concerns, history and contributions, the Indigenous experience and the Holocaust.

Leveraged program

Foreign Rights Marketing Assistance Program (administered through Livres Canada Books (LCB) on behalf of the Canada Book Fund (CBF)) and trade missions through LCB.

Our objective

Our ultimate goal is to bring Canadian authors and books to ever-growing audiences worldwide, while steadily increasing revenues for the company.

Implementation

Trying to find new markets is always a challenge, largely because of the costs involved in accessing new foreign partners and customers. For instance, we had been encouraged to sell to China for years but did not have the resources to do so. We found an agent to help, but last year we were able to participate in a trade mission to Shanghai (through LCB), which opened the door much more effectively.

Results

Through this support, we have funded new publishing partners who bought eight books from us in the last few months, including a series we do with a child abuse centre. More importantly, there is potential for longer-term sales that will help us achieve our goals and objectives.

Telefilm Canada – provides support to the Canadian audiovisual industry

The organization

Created in 1967, Telefilm is dedicated to the cultural, commercial and industrial success of Canada's audiovisual industry. Through its various funding and promotion programs, Telefilm supports dynamic companies and creative talent here at home and around the world.

Leveraged program

Supplementary budget allocation further to the Treasury Board submission entitled "Showcasing Canada's Cultural Industries to the World."

Our objective

The Berlin International Film Festival, or "Berlinale," now at its 68th edition, is one of the oldest and most prestigious annual film festivals in the world, along with Cannes and Venice. There are many reasons why the Berlinale, a very dynamic, cosmopolitan and user-friendly film festival, is of significant interest to the Canadian film industry and filmmakers: it is an "A" category festival with all the international features, its European Film Market (EFM) has been established as a "must-go" market, and it hosts the Berlinale Co-Production Market and Berlinale Talents platforms.

Every February, the EFM welcomes over 9,500 producers, buyers, sales agents, distributors, exhibitors and financiers to the first major film market of the year. It's the first date in the industry's calendar and regarded as an early indicator for the new film year.

In 2018, Canada was the "Country in Focus" at the EFM. The "Country in Focus" program, launched in 2017, was created to give the film industry and filmmakers of a country the opportunity to introduce themselves in greater depth and highlight certain aspects of their culture and talent.

"Canada in Focus" at the EFM was held on the occasion of Canada 150. As an expression of the partnership between the two countries, exchanges in the fields of culture, commerce, science and technology were intensified. "Canada in Focus" was an important global showcase for Canadian creators that enabled Canadian content to reach new audiences and created new export opportunities for our industry.

Implementation

With a desire to step out of our comfort zone and go beyond showcasing the film industry, we created events highlighting the particularly innovative and creative nature of the Canadian audio-visual industry, including an event dedicated to blockchain (which is still little known in the film industry), a music performance show including 3D projections, virtual reality content projections, and an Indigenous virtual reality film installation at the core of the Canada Pavilion.

To reach the widest possible audience and maximize Canada's presence at the festival, we also developed a partnership with iTunes and launched the Rendezvous Kanada store on the German version of iTunes.

In the absence of any Canadian films in the competition this year, we worked closely with the festival to ensure the participation of a Canadian on the jury or a Canadian expert in Berlinale Talents. Unfortunately, scheduling conflicts made this impossible.

Results

The funding allowed us to:

  • develop a store on the German version of iTunes (selection of films, subtitles, promotion);
  • enhance a partnership with Junior Entertainment Talent Slate for a second year (participation of eight Canadians, twice as many as in 2017, two of whom won an award);
  • generate increased interest in Canadian producers, including those showcased as potential partners with experience in co-production;
  • generate increased interest in Canadian talent in the fields of technology (blockchain, 3D projections, virtual reality) and music (Dear Criminals);
  • develop a new international site, rdvcanada.ca;
  • develop the First Look initiative, which involves screening clips from upcoming films;
  • increase the number of films screened as part of the Perspective Canada initiative and boost demand for Canadian content. Increased viewership in theatres was observed;
  • develop a new partnership with Berlinale Talents, which showcases emerging Canadian talent (participants) while promoting Canadian industry expertise through recognized talent (experts);
  • add a documentary promotion component through 20 to 30 Canadians'participation in the DocSalon networking activity;
  • enhance the promotional campaign, including with an augmented reality tool and a street banner for iTunes (promoting the store on the German version of iTunes encouraged iTunes to propose a partnership for a US store launched as part of SXSW); and
  • expand the Canada Pavilion to accommodate more sales companies, thereby promoting the export of Canadian content. The equivalent of four additional individual offices occupied by new clients was added for a total of 11 individual spaces occupied by seven companies.
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